Digital Marketing Applications

Description of the Integrated Digital Marketing Plan

You work for a digital marketing agency and you have been asked to prepare an integrated marketing plan for your client. In your plan, you will assess the competitive market for the organisation1 and create a digital marketing strategy to achieve their business goals2 . Your plan will include a detailed monthly schedule and an estimated budget.

1- REPORT

In this part, you are expected to provide: A- Situation analysis: A snapshot of micro environment: Summary of the key market, current marketing strategies (with the focus of digital presence), competitors. B- Customer Persona + Customer Journey Map: You need to identify the customer segment and create a customer persona based on this particular segment. This segment might be an already existing one, or you can come up with a new segment that you believe might be of interest. Based on the customer persona, you need to create a customer journey map (with a focus of digital presence). You need to justify your choices. C- Objectives and Goal Setting: Based on the customer persona and customer journey map, you need to set objectives and goals for the digital marketing strategy. (e.g., improving digital customer experience by designing or redesigning the website, advertise content using SEO, launch social media profiles, etc). Based on the objectives, you are required to set goals. Explain how these objectives and goals will help your organisation to gain competitive advantage? You need to justify your choices using academic and practitioner sources (marketing related journals, industry reports etc.) D- Design a 12-month Integrated Marketing Plan: Based on the objectives and goals, you are expected to present a detailed communication plan with a focus of digital communication channels. How will you achieve the goals you set? In this part, you are expected to justify the integrated marketing plan with supportive evidences (a project timeline, visual design (for example: prototyping, wireframe, mock-ups), resources needed as well as an estimated budget- which you will present all graphical and visual illustrations in the Appendices)